Illum

Branding
Project Overview
The project involved creating a brand for an imagined large organization that produces kinetic lights, with the objective of delivering consistent branding and exploring designs to differentiate the brand in its market. The project required the creation of a business organization and positioning, a name, logo, style scape, print collateral, signage, storefront, uniforms, vehicle decal, a functioning app, product photography, and a brand guideline.
My Objective
The goal of the project was to conceptualize a brand that seamlessly housed all business operations, products, and technology while catering to luxury clients. The brand, named Illum, produced kinetic lights that can be manually and virtually manipulated and that change in intensity and hue throughout the day to aid in the circadian rhythm. Illum also commissioned lights from designers globally to be manufactured in the United States and installed by its own certified team to outfit homes and businesses.
The project began by researching the structure of the company and benchmarking competitors to understand how the entities could live under the same roof. Next, the designer gathered images to determine the types of lights Illum would commission and the general aesthetic the company strives to convey. Lastly, the designer developed a customer persona to better understand how the Illum customer behaves.

The name Illum was chosen based on its association with illumination, meaning "to throw into light," which plays into the kinetic aspect of the lights that can be twisted, shaken, and flipped to change their glow. After settling on the name, the designer developed two distinct design concepts and settled on the black and white concept with line work. Once the designs were systemized, the designer developed the rest of the brand's touchpoints, including print collateral, signage, storefront, uniforms, vehicle decal, and a functioning app, all adhering to a brand guideline to ensure consistency across all touchpoints.
Concept & Design
Branding
March 2020
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